We’ve seen recorded-music tracks spring from social app TikTok before: last December, an English-language version of ‘Say Meow Meow’ was released, after the original became a viral hit on TikTok. But there are also growing examples of labels turning to TikTok as the promotional platform for new music too.

Witness a new partnership between Sony Music and TikTok in India, for the track ‘Haaye Oye’. The video for the song, which is sung by Ash King, ties in to a digital campaign running on the app. “With TikTok being such a rage amongst the youth we decided to have deeper integration with them. For the song, TikTok has created a first of its kind musical sticker – which has been weaved into the video narrative,” said Sony Music Pop head Rohan Jha, in a statement published by RadioAndMusic. “The tremendous response to the video and the deep audience involvement with TikTok have resulted in some incredible numbers and quality of participation.”

For its part, TikTok’s entertainment strategy and partnerships lead in India, Sumedhas Rajgopal, says the app is keen to create more exclusive-content campaigns for Indian tracks in the future.

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